The Halcyon Group: A Case of Relationship Marketing and Partnership Development

Howard F. Rudd, Jr., Robert J. Brinson, Sr., Barry F. Brinson, Sr., Thomas W. Kent
(Department of Management and Entrepreneurship, School of Business, College of Charleston, Charleston, SC 29424-0001, USA)

Abstract: This paper explores critical success factors employed in the process of creating and developing a technology business involved with innovative financial analysis software along with the key role of a business school in both beta testing of the software in the classroom then strategizing the marketing of the software into the academic marketplace. It also discusses the role of relationship marketing in the creation and development processes. These factors were essential to business development and success both in regard to the entrepreneurial leadership within the business, the marketing strategy relative to the academic marketplace, the staffing of the business with graduates of the college, economic development issues in the region at that time, and the technological revolution that provided the opportunity for financial analysis software to be created and nurtured at that time. The philosophical underpinning for these processes is a need to build bridges (or relationships) as opposed to moats with partners and stakeholders of the academy. Most of what follows has been adapted from the authors’ paper that was presented at the 2012 AMTP Annual Conference and is cited in the reference section (Rudd, Brinson, Brinson, & Kent, 2012).

Key words: relationship marketing and partnership development; leadership and entrepreneurial leadership; financial software development

JEL codes: M13, O31, O32, O33